Thailand’s tourism golden era seems over, facing a significant structural change, the tourism landscape is shifting, as evidenced by the recent slowdown in tourism.

Yuthasak Supasorn, Chairman of the Board of the Industrial Estate Authority of Thailand (IEAT) and former Governor of the Tourism Authority of Thailand (TAT), revealed that in the past, Thai tourism has overcome countless crises and challenges successfully, serving as a key driver of the country’s economy.

According to statistics from the first five months of this year, the number of foreign tourists visiting Thailand totaled 14.3 million, representing a 2.7% decrease compared to last year.

What is particularly worrying is the significant contraction in the Asian market—which accounts for nearly 63% of all tourists. This segment shrank by 11.35%, even though there were increases in tourists from Europe, America, Oceania, the Middle East, and Africa.

Facing shifting markets and safety concerns, Thailand must reinvent its tourism with fresh targets, authentic experiences, and sustainable growth. (Photo – Pattaya Beach in June)

(source)